Whether the purpose is to inform, educate, or merely entertain, writing must be both clear and precise. Style and content are critical for conveying your message and motivating your reader. Communication involves more than simply selecting the right words. It starts by identifying and targeting your audience.
The first point of contact with potential customers is your web site. It is extremely valuable real estate upon which you can build a strong presence or not. Poor text and construction can undermine your credibility, but well written text captures the interest of prospective customers, engenders their trust, and leads them to employ your services or purchase your products. In most cases, less is more.
Web browsing customers are extremely fickle and impatient because their choices and your competition are seemingly endless. Most purchases begin with a Google search that yields millions of results. Customers will visit a site three times on average before making a purchase, but if they do not see something that attracts their attention within a few seconds, they click away and your website is relegated to cyber oblivion. High quality graphic content combined with proper text placement increases conversion rates. However, you do not get a second chance to make a first impression.